{"id":10456,"date":"2025-03-25T14:41:00","date_gmt":"2025-03-25T09:11:00","guid":{"rendered":"https:\/\/www.adpushup.com\/blog\/?p=10456"},"modified":"2025-07-16T17:19:16","modified_gmt":"2025-07-16T11:49:16","slug":"header-bidding-wrappers","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/","title":{"rendered":"Header Bidding Wrappers Explained: Functionality, Benefits, &#038; More","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p class=\"has-background\" style=\"background-color:#fff1f5\">Still trying to figure out what <strong>Header Bidding Wrapper<\/strong> is? The Header Bidding Wrapper is a single-line JavaScript code that allows publishers to manage multiple demand partners. Check out this blog to learn everything you need to know about header bidding wrappers, how they work, how to optimize them, etc.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Header bidding has become a gold standard for increasing ad revenue for many publishers. While header bidding can help publishers increase the competition for their ad inventory, few recognize the importance of header bidding wrappers in optimizing performance, managing complexity, and ensuring a seamless auction process.&nbsp;<\/p>\n\n\n\n<p><br>In this blog, we\u2019ll explain how header bidding wrappers function behind the scenes. From the types of different header bidding wrappers to how to choose the best one, we have dived into the crucial details you need to know.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"poptin-embedded\" data-id=\"63ccd57953160\"><\/div>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/#What_is_a_Header_Bidding_Wrapper_Header_Bidding_Definition\" >What is a Header Bidding Wrapper? (Header Bidding Definition)<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/#How_Do_Header_Bidding_Wrappers_Work\" >How Do Header Bidding Wrappers Work?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/#What_are_The_Types_of_Header_Bidding_Wrappers\" >What are The Types of Header Bidding Wrappers?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/#Best_ways_to_Optimize_Header_Bidding_Wrapper\" >Best ways to Optimize Header Bidding Wrapper<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/#Advantages_of_Header_Bidding_Wrappers\" >Advantages of Header Bidding Wrappers<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/#Disadvantages_of_Header_Bidding_Wrappers\" >Disadvantages of Header Bidding Wrappers<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/#What_to_Look_for_in_a_Header_Bidding_Wrapper\" >What to Look for in a Header Bidding Wrapper?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/#AdPushups_Header_Bidding_Solution\" >AdPushup\u2019s Header Bidding Solution<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/#Key_Takeaways\" >Key Takeaways<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/#FAQs\" >FAQs<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"h-what-is-a-header-bidding-wrapper-header-bidding-definition\"><span class=\"ez-toc-section\" id=\"What_is_a_Header_Bidding_Wrapper_Header_Bidding_Definition\"><\/span>What is a Header Bidding Wrapper? (Header Bidding Definition)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>A header bidding wrapper is a JavaScript code that resides on a publisher\u2019s webpage. It allows publishers to manage multiple <a href=\"https:\/\/www.adpushup.com\/blog\/top-10-header-bidding-partners\/\" target=\"_blank\" rel=\"noreferrer noopener\">demand partners<\/a> using a single code.<\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"How to Shop for Header Bidding Wrappers: Understanding Prebid Support &amp; Advantage of a GUI\" width=\"770\" height=\"433\" src=\"https:\/\/www.youtube.com\/embed\/GWkUK_O2coA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><figcaption>How to Shop for Header Bidding Wrappers: Understanding Prebid Support &amp; Advantage of a GUI<\/figcaption><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>The wrapper ensures that all demand partners receive <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-bid-request\/\" target=\"_blank\" rel=\"noreferrer noopener\">bid requests<\/a> simultaneously and enforces timeout settings, determining how long the browser waits for bidder responses. In short, wrappers streamline header bidding implementation.<\/p>\n\n\n\n<p>Based on their function, header bidding wrappers can be categorized as:<\/p>\n\n\n\n<ul><li><a href=\"https:\/\/www.adpushup.com\/blog\/client-side-header-bidding-vs-server-side-header-bidding\/\" target=\"_blank\" rel=\"noreferrer noopener\">Client-side<\/a><\/li><li><a href=\"https:\/\/www.adpushup.com\/blog\/server-side-header-bidding\/\" target=\"_blank\" rel=\"noreferrer noopener\">Server-side<\/a><\/li><li>Hybrid<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p>Depending on who built them, they can be:<\/p>\n\n\n\n<ul><li>Open-source<\/li><li>Proprietary<\/li><li>Managed solutions<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p>That being said, let&#8217;s now have a look at how does header bidding wrapper work. <\/p>\n\n\n\n<h2 id=\"h-how-do-header-bidding-wrappers-work\"><span class=\"ez-toc-section\" id=\"How_Do_Header_Bidding_Wrappers_Work\"><\/span>How Do Header Bidding Wrappers Work?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"schema-how-to wp-block-yoast-how-to-block\"><p class=\"schema-how-to-description\">Header bidding wrappers simplify the process of integrating multiple demand partners. Instead of adding and managing individual demand partner codes, a wrapper allows publishers to add or remove partners.<br\/><br\/>Wrappers can also contain ad tag codes for services such as tracking, analytics, and <a href=\"https:\/\/www.adpushup.com\/blog\/how-to-improve-ad-viewability\/\" target=\"_blank\" rel=\"noreferrer noopener\">viewability <\/a>that are to be run on publisher pages. Their <strong>primary function<\/strong> is to generate <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-bid-request\/\" target=\"_blank\" rel=\"noreferrer noopener\">bid requests<\/a>, collect bids, and communicate them to the ad server.<br\/><img width=\"1869\" height=\"1323\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2018\/12\/Header-bidding-wrapper.png\" class=\"attachment-full size-full\" alt=\"\" loading=\"lazy\" style=\"max-width: 100%; height: auto;\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2018\/12\/Header-bidding-wrapper.png 1869w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2018\/12\/Header-bidding-wrapper-300x212.png 300w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2018\/12\/Header-bidding-wrapper-1024x725.png 1024w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2018\/12\/Header-bidding-wrapper-768x544.png 768w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2018\/12\/Header-bidding-wrapper-1536x1087.png 1536w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2018\/12\/Header-bidding-wrapper-150x106.png 150w\" sizes=\"(max-width: 1869px) 100vw, 1869px\" \/><br\/>Generally speaking, these are the steps involved in how that process works:<\/p> <ol class=\"schema-how-to-steps\"><li class=\"schema-how-to-step\" id=\"how-to-step-1665663853224\"><strong class=\"schema-how-to-step-name\">The user requests the webpage<\/strong> <p class=\"schema-how-to-step-text\"><\/p> <\/li><li class=\"schema-how-to-step\" id=\"how-to-step-1665663894959\"><strong class=\"schema-how-to-step-name\">Demand partners respond with their bids<\/strong> <p class=\"schema-how-to-step-text\"><\/p> <\/li><li class=\"schema-how-to-step\" id=\"how-to-step-1665663934360\"><strong class=\"schema-how-to-step-name\">Wrapper sends the collected bids to an ad server (such as Google Ad Manager)<\/strong> <p class=\"schema-how-to-step-text\"><\/p> <\/li><li class=\"schema-how-to-step\" id=\"how-to-step-1665663944391\"><strong class=\"schema-how-to-step-name\">The ad server makes its final decision and serves the ad<\/strong> <p class=\"schema-how-to-step-text\"><\/p> <\/li><\/ol><\/div>\n\n\n\n<p>Wrappers function similarly to tag management tools, which makes it easier for publishers to handle multiple demand sources efficiently.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"What_are_The_Types_of_Header_Bidding_Wrappers\"><\/span>What are The Types of Header Bidding Wrappers?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>There are two primary benefits of using a wrapper: maximizing revenue through a fair auction and reducing latency by optimizing each exchange adapter.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>There are three main types of header bidding wrappers:<\/p>\n\n\n\n<h3>1. Open-source Header Bidding Wrapper<\/h3>\n\n\n\n<p>Open-source wrappers are free and accessible to all. Being open-source code means it is open to the community, thus, there is more transparency as it can be accessed by them to ensure a fair auction.&nbsp;<\/p>\n\n\n\n<p>The most famous open-source header bidding is Prebid.js. Over <a href=\"https:\/\/trends.builtwith.com\/websitelist\/Prebid\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">1,00,000 websites<\/a> are currently using Prebid wrappers, including many large publishers like Vogue, Business Insider, Forbes, etc.&nbsp;<\/p>\n\n\n\n<p><strong>Advantages:<\/strong><\/p>\n\n\n\n<ul><li>Greater flexibility and customization<\/li><li>Transparency in auctions<\/li><li>Cost-effective for publishers<\/li><\/ul>\n\n\n\n<p>Other commonly used open-source solutions include <a href=\"https:\/\/prebid.org\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Prebid<\/strong> <\/a><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#fff1f5\">Before you go further:<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#fff1f5\">Read how AdPushup&#8217;s Header Bidding solution helped All <a href=\"https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/04\/All-Garage-Floors-And-AdPushup.pdf?utm_source=website&amp;utm_medium=inbound&amp;utm_campaign=all+garage+floors+case+study\" target=\"_blank\" rel=\"noreferrer noopener\">Garage Floors<\/a> achieve a 1.8X revenue uplift.<br><br><\/p>\n\n\n\n<h3>2. Proprietary Wrapper Solution<\/h3>\n\n\n\n<p>As opposed to open-source, proprietary solutions have to work with individual exchanges. Proprietary wrappers are offered as a service or a license to publishers in exchange for a certain fee.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>There are certain challenges to using a proprietary wrapper, such as:<\/p>\n\n\n\n<ul><li>Higher costs compared to open-source alternatives<\/li><li>Limited control over implementation<\/li><li>Less transparency<\/li><\/ul>\n\n\n\n<h3>3. Managed Wrapper Solutions<\/h3>\n\n\n\n<p>Publishers who are not well-versed with the technical resources, <a href=\"https:\/\/www.adpushup.com\/blog\/top-15-supply-side-platforms-ssp-for-publishers-in-2022-23\/\" target=\"_blank\" rel=\"noreferrer noopener\">SSP partnerships <\/a>and, <a href=\"https:\/\/www.adpushup.com\/blog\/a-complete-guide-to-digital-ad-operations\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad operations<\/a> might want to opt for the managed wrapper solutions.&nbsp;<\/p>\n\n\n\n<p>One of the best things about managed solutions is that <a href=\"https:\/\/www.adpushup.com\/blog\/all-about-prebid-server\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Prebid<\/a> is frequently built on top of them, offering you complete transparency and, depending on the supplier, additional benefits. <\/p>\n\n\n\n<p>Many managed solutions build on Prebid, providing transparency and additional benefits such as:<\/p>\n\n\n\n<ul><li>Dedicated account managers<\/li><li>Implementation support<\/li><li>Centralized dashboard for analytics and monitoring<\/li><\/ul>\n\n\n\n<p>This makes it easier for publishers to focus on producing quality content without having to worry about the technical aspects of ad operations.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img src=\"https:\/\/adtelligent.com\/wp-content\/uploads\/2022\/02\/1200x630px_Ru-1024x538.png\" alt=\"header bidding wrapper \"\/><figcaption>Image Source &#8211; <a href=\"https:\/\/adtelligent.com\/blog\/header-bidding\/guide-how-to-integrate-header-bidding-in-60-minutes\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Adtelligent<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Best_ways_to_Optimize_Header_Bidding_Wrapper\"><\/span><strong>Best ways to Optimize Header Bidding Wrapper<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Optimizing your header bidding wrapper can help you by fine-tuning bidder counts, addressing latency issues, and creating a seamless process for you and your demand partners. With the right steps, you can turn your wrapper into a revenue-generating powerhouse.<\/p>\n\n\n\n<p>How? Let&#8217;s find out:<\/p>\n\n\n\n<h3><strong>Get the correct number of bidders:<\/strong>&nbsp;<\/h3>\n\n\n\n<p>Too much of anything is bad. The same goes for the number of bidders. Too many bidders can slow the bidding process, and fewer bidders end up costing more money. So, what is the right number of bidders? You should aim for 5-10 bidders or test out to find your sweet spot where you can reduce latency and boost revenue.&nbsp;<\/p>\n\n\n\n<h3><strong>Smart Floor Pricing<\/strong>:<\/h3>\n\n\n\n<p>Determining the right<a href=\"https:\/\/www.adpushup.com\/blog\/what-is-floor-price\/\" target=\"_blank\" rel=\"noreferrer noopener\"> floor price<\/a> plays a significant role in boosting your ad revenue. You can also use AI tools like dynamic flooring to adjust floor prices as per your requirements. By setting up the ideal floor price, you can make sure that only the best deals come your way.<\/p>\n\n\n\n<h3><strong>Fallback Bidders<\/strong>:<\/h3>\n\n\n\n<p>&nbsp;<a href=\"https:\/\/www.adpushup.com\/blog\/the-ultimate-guide-to-real-time-bidding\/\" target=\"_blank\" rel=\"noreferrer noopener\">Real-time bidding<\/a> is a game for fast pacers; if one bidder doesn&#8217;t respond, don&#8217;t worry. By Implementing sequential bidder fallback, you can call the next bidders sequentially. This method can help you to sell impressions quickly, reduce latency, and boost your earnings.&nbsp;<\/p>\n\n\n\n<h3><strong>Fix network latency<\/strong>:<\/h3>\n\n\n\n<p>&nbsp;A slow network is equal to less ad revenue. If you want to avoid network lagging, you must send ad requests to servers closest to the bidders. Eventually, this gives bidders more time to place bids, leading to better CPMs and overall revenue.<\/p>\n\n\n\n<p>With these methods, your header bidding wrapper will become faster, wiser, and more profitable. A little effort will bring out the best in your ad performance.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 id=\"h-advantages-of-header-bidding-wrappers\"><span class=\"ez-toc-section\" id=\"Advantages_of_Header_Bidding_Wrappers\"><\/span>Advantages of Header Bidding Wrappers<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>As vital as header bidding is for revenue optimization, setting it up can be a complicated undertaking, and yes, if not done well, it can increase latency. Header bidding wrappers were created to take care of challenges faced by publishers and make the bidding experience more efficient in the following ways.<\/p>\n\n\n\n<h3><strong>Optimal timeouts<\/strong><\/h3>\n\n\n\n<p>Some <a href=\"https:\/\/www.adpushup.com\/guide-to-header-bidding\/\" target=\"_blank\" rel=\"noreferrer noopener\">header bidding<\/a> demand partners allow you to set timeouts, while others don\u2019t. But if you place every partner\u2019s code into a wrapper, you can set a central timeout that will cut off bids from any partner that is too slow to respond.<\/p>\n\n\n\n<p>It\u2019s also easier to manage timeouts from one place, with a wrapper than setting it manually with each demand partner.<\/p>\n\n\n\n<h3><strong>Asynchronous code<\/strong><\/h3>\n\n\n\n<p>Since wrappers support asynchronous code, all the <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-bid-request\/\" target=\"_blank\" rel=\"noreferrer noopener\">bid requests<\/a> are sent to demand partners simultaneously as soon as the webpage is requested by the user.<\/p>\n\n\n\n<p>In the case of synchronous code, a tag would be fired only <em>after <\/em>the previous one has finished executing. While the auction is still limited by the slowest partner, there is a queueing-associated delay.<\/p>\n\n\n\n<h3><strong>Demand management<\/strong><\/h3>\n\n\n\n<p>Have a demand partner who consistently slows down the auction?<br>Header bidding wrappers make it easier to add or remove demand partners.&nbsp;<br>Just drop them from the wrapper. It simplifies work for your ad operations team by giving them a central container to work with instead of having to manage a patchwork of code from multiple demand sources.<\/p>\n\n\n\n<h2 id=\"h-disadvantages-of-header-bidding-wrappers\"><span class=\"ez-toc-section\" id=\"Disadvantages_of_Header_Bidding_Wrappers\"><\/span>Disadvantages of Header Bidding Wrappers<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>As you can see, there are a lot of advantages to using a wrapper. The advantages far outweigh its downsides, still, you should be aware of the downsides before you decide to get one.<\/p>\n\n\n\n<h3><strong>Complex setup <\/strong><\/h3>\n\n\n\n<p>It may take considerable time and effort to understand how the wrapper works, what it supports, and what it doesn\u2019t during the initial setup. <\/p>\n\n\n\n<p>So if you\u2019re just testing header bidding or plan to work with only one demand partner, by all means, give it a miss. <\/p>\n\n\n\n<p>However, if you\u2019re serious and want to maximize revenue by working with multiple demand partners, setting up a wrapper is a long-term investment that will save you much more time and effort later.<\/p>\n\n\n\n<h3><strong>Partner stickiness<\/strong><\/h3>\n\n\n\n<p>There are multiple vendors that offer header bidding wrappers now including Prebid, Yieldbot, Index Exchange, OpenX, bRealTime, and Amazon to name a few. <\/p>\n\n\n\n<p>Once you sign up and spend the time setting up a vendor\u2019s wrapper, leaving them at any point will mean that you will have to repeat the process all over again with the new vendor\u2014which is something that may make you resistant to changing your wrapper even if you really need to.<\/p>\n\n\n\n<h3><strong>Demand incompatibility<\/strong><\/h3>\n\n\n\n<p>IAB is yet to define a standard for how wrappers should work, what data they should collect, and what they shouldn\u2019t. This makes demand partners nervous because they have reduced control over the data and need to support third-party technology. Therefore, some demand partners may not allow you to run their code within a wrapper.<\/p>\n\n\n\n<h2 id=\"h-what-to-look-for-in-a-header-bidding-wrapper\"><span class=\"ez-toc-section\" id=\"What_to_Look_for_in_a_Header_Bidding_Wrapper\"><\/span>What to Look for in a Header Bidding Wrapper?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>While selecting a vendor, consider your current situation. Do you have a capable ad ops team that is comfortable with setting up and managing the wrapper? If yes, you should probably opt for an open-source vendor with the widest demand partner support.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>On the other hand, vendors providing <strong>managed wrappers<\/strong> may need fewer inputs in terms of setup. They may also provide value-added services such as analytics and support.<\/p>\n\n\n\n<p>AdPushup provides <a href=\"https:\/\/www.adpushup.com\/header-bidding\/\" target=\"_blank\" rel=\"noreferrer noopener\">managed header bidding services<\/a> to web publishers. Some features that differentiate our solution from competitors include:<\/p>\n\n\n\n<p><\/p>\n\n\n\n<ul><li>Automatic demand partner selection<\/li><li>Smart timeout management<\/li><li>Integration of native demand<\/li><li>The ability to add your own demand partners<\/li><li>Bid monitoring and discrepancy resolution<\/li><li>Multi-ad size support<\/li><\/ul>\n\n\n\n<p>Sign up for a <a href=\"https:\/\/campaign.adpushup.com\/header-bidding\/\" target=\"_blank\" rel=\"noreferrer noopener\">free demo and 30-minute consultation<\/a> with our Ad Ops experts<\/p>\n\n\n\n<h2 id=\"h-adpushup-s-header-bidding-solution\"><span class=\"ez-toc-section\" id=\"AdPushups_Header_Bidding_Solution\"><\/span>AdPushup\u2019s Header Bidding Solution<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Merely deploying header bidding in your ad stack isn\u2019t enough. Consistently optimizing it with technical improvements is the need of the hour. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>This is what AdPushup\u2019s header bidding solution does. Through our multiple optimization features using data science and machine learning, we help publishers maximize their yield.&nbsp;<\/p>\n\n\n\n<p>With our header bidding solution, you get:&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<ul><li>Automatic demand partner selection according to optimum requirements<\/li><li>Smart timeout management<\/li><li>Freedom to bring your own demand<\/li><li>Bid monitoring and discrepancy resolution&nbsp;<\/li><\/ul>\n\n\n\n<p>Read more about our product capability: <a href=\"https:\/\/www.adpushup.com\/guide-to-header-bidding\/\" target=\"_blank\" rel=\"noreferrer noopener\">Header Bidding<\/a><\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Key_Takeaways\"><\/span><strong>Key Takeaways<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul><li>Header Bidding Wrappers act as a framework, allowing publishers to manage various demand partners through a single line of code.<\/li><\/ul>\n\n\n\n<ul><li>The wrapper facilitates parallel bidding for all demand partners, enabling <a href=\"https:\/\/www.adpushup.com\/blog\/header-bidding-vs-rtb\/\" target=\"_blank\" rel=\"noreferrer noopener\">real-time bidding<\/a> and a <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-unified-auction-how-is-it-different-from-header-bidding\/\" target=\"_blank\" rel=\"noreferrer noopener\">unified auction<\/a>. Header Bidding Wrappers contrast with the traditional <a href=\"https:\/\/www.adpushup.com\/blog\/header-bidding-vs-waterfall-comparison\/\" target=\"_blank\" rel=\"noreferrer noopener\">waterfall method<\/a>, where bids are placed on a sequence basis.<\/li><\/ul>\n\n\n\n<ul><li>Wrappers optimize yield through simultaneous bidding, reduce latency, streamline ad operations and offer transparency to publishers, leading to smooth and informative decision-making.&nbsp;<\/li><\/ul>\n\n\n\n<ul><li>Header Bidding Wrappers come in three forms: Open-source for customization and community support, Proprietary for vendor-specific features and Managed solutions for simple implementation and better support.<\/li><\/ul>\n\n\n\n<ul><li>Overall, the main purpose of a header bidding wrapper is to streamline the header bidding process and provide more control and flexibility for the publisher.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p>Adpushup\u2019s <a href=\"https:\/\/www.adpushup.com\/guide-to-header-bidding\/\" target=\"_blank\" rel=\"noreferrer noopener\">header bidding solution<\/a> helps publishers to optimize their ad inventory using AI and machine learning. Through their automatic demand partner selection, smart timeout management, flexible demand integration, and comprehensive bid monitoring, you can get the most out of your ad revenue.<\/p>\n\n\n\n<h2 id=\"h-faqs\"><span class=\"ez-toc-section\" id=\"FAQs\"><\/span>FAQs<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1665664023890\"><strong class=\"schema-faq-question\">1. <strong>What is a header bidding wrapper?<\/strong><\/strong> <p class=\"schema-faq-answer\">Header Bidding Wrappers act as a container or a framework, helping publishers manage multiple demand partners through a simple JavaScript code. Programmatic auctions are organized and governed by this technology.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1665664292443\"><strong class=\"schema-faq-question\">2. What is a header bidding platform?<\/strong> <p class=\"schema-faq-answer\">Header bidding, or advanced bidding, is an advanced programmatic technique in which publishers simultaneously bid on inventory across multiple ad exchanges (mostly DoubleClick for Publishers).<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1665664373644\"><strong class=\"schema-faq-question\">3. What is the main benefit of header bidding?<\/strong> <p class=\"schema-faq-answer\">Header bidding offers publishers the greatest yield. Publishers can sell inventory per impression by using header bidding, which allows them to have a simultaneous auction from all bidders.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1742908357938\"><strong class=\"schema-faq-question\">4. Why do publishers need header bidding wrappers?<\/strong> <p class=\"schema-faq-answer\">Publishers need header bidding wrappers to increase the ad yield on their inventory by allowing multiple demand partners to bid on the available ad inventory simultaneously. Using a wrapper allows them to earn higher CPMs and better fill rates.<\/p> <\/div> <\/div>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>Still trying to figure out what Header Bidding Wrapper is? The Header Bidding Wrapper is a single-line JavaScript code that allows publishers to manage multiple demand partners. Check out this blog to learn everything you need to know about header bidding wrappers, how they work, how to optimize them, etc.&nbsp; Header bidding has become a<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":85,"featured_media":26149,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"2018-12-07T09:12:19Z","apple_news_api_id":"1097773f-0d55-4930-95f2-7b799292097b","apple_news_api_modified_at":"2018-12-07T09:12:21Z","apple_news_api_revision":"AAAAAAAAAAD\/\/\/\/\/\/\/\/\/\/w==","apple_news_api_share_url":"https:\/\/apple.news\/AEJd3Pw1VSTCV8nt5kpIJew","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"middle","apple_news_slug":"","apple_news_sections":"[\"https:\\\/\\\/news-api.apple.com\\\/sections\\\/2384f969-0b7d-3e23-907b-d8b4b94ce6f8\"]"},"categories":[6442],"tags":[11042,11039,11041,11040],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Ultimate Guide to Header Bidding Wrappers: Boost Your Profits<\/title>\n<meta name=\"description\" content=\"Learn how header bidding wrappers can help publishers manage and organize multiple demand partners using a single JavaScript code.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"The Ultimate Guide to Header Bidding Wrappers: Boost Your Profits\" \/>\n<meta name=\"twitter:description\" content=\"Learn how header bidding wrappers can help publishers manage and organize multiple demand partners using a single JavaScript code.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2018\/12\/undraw_composition_re_4o4o-1.png\" \/>\n<meta name=\"twitter:creator\" content=\"@adpushup\" \/>\n<meta name=\"twitter:site\" content=\"@adpushup\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Harleen Kaur\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"10 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\",\"name\":\"AdPushup\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"sameAs\":[\"https:\/\/www.linkedin.com\/company\/adpushup\/\",\"https:\/\/www.facebook.com\/AdPushup\/\",\"https:\/\/twitter.com\/adpushup\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"width\":3294,\"height\":893,\"caption\":\"AdPushup\"},\"image\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#website\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"name\":\"AdPushup Blog\",\"description\":\"A\/B Testing, Monetization &amp; 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Programmatic auctions are organized and governed by this technology.\",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"},{\"@type\":\"Question\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/#faq-question-1665664292443\",\"position\":2,\"url\":\"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/#faq-question-1665664292443\",\"name\":\"2. What is a header bidding platform?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Header bidding, or advanced bidding, is an advanced programmatic technique in which publishers simultaneously bid on inventory across multiple ad exchanges (mostly DoubleClick for Publishers).\",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"},{\"@type\":\"Question\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/#faq-question-1665664373644\",\"position\":3,\"url\":\"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/#faq-question-1665664373644\",\"name\":\"3. 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She simplifies the complex world of ad tech, making it accessible and fun through her content that stands out from technical jargon. Her in-depth articles, insightful analysis, and engaging content resonate with audiences and keep them informed.","url":"https:\/\/www.adpushup.com\/blog\/author\/harleen-kaur\/"},{"@type":"Question","@id":"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/#faq-question-1665664023890","position":1,"url":"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/#faq-question-1665664023890","name":"1. What is a header bidding wrapper?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Header Bidding Wrappers act as a container or a framework, helping publishers manage multiple demand partners through a simple JavaScript code. Programmatic auctions are organized and governed by this technology.","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/#faq-question-1665664292443","position":2,"url":"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/#faq-question-1665664292443","name":"2. What is a header bidding platform?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Header bidding, or advanced bidding, is an advanced programmatic technique in which publishers simultaneously bid on inventory across multiple ad exchanges (mostly DoubleClick for Publishers).","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/#faq-question-1665664373644","position":3,"url":"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/#faq-question-1665664373644","name":"3. What is the main benefit of header bidding?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Header bidding offers publishers the greatest yield. Publishers can sell inventory per impression by using header bidding, which allows them to have a simultaneous auction from all bidders.","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/#faq-question-1742908357938","position":4,"url":"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/#faq-question-1742908357938","name":"4. Why do publishers need header bidding wrappers?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Publishers need header bidding wrappers to increase the ad yield on their inventory by allowing multiple demand partners to bid on the available ad inventory simultaneously. Using a wrapper allows them to earn higher CPMs and better fill rates.","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"HowTo","@id":"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/#howto-1","name":"Header Bidding Wrappers Explained: Functionality, Benefits, &#038; More","mainEntityOfPage":{"@id":"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/#article"},"description":"Header bidding wrappers simplify the process of integrating multiple demand partners. Instead of adding and managing individual demand partner codes, a wrapper allows publishers to add or remove partners.<br\/><br\/>Wrappers can also contain ad tag codes for services such as tracking, analytics, and <a href=\"https:\/\/www.adpushup.com\/blog\/how-to-improve-ad-viewability\/\" target=\"_blank\" rel=\"noreferrer noopener\">viewability <\/a>that are to be run on publisher pages. Their <strong>primary function<\/strong> is to generate <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-bid-request\/\" target=\"_blank\" rel=\"noreferrer noopener\">bid requests<\/a>, collect bids, and communicate them to the ad server.<br\/><br\/>Generally speaking, these are the steps involved in how that process works:","step":[{"@type":"HowToStep","url":"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/#how-to-step-1665663853224","text":"The user requests the webpage"},{"@type":"HowToStep","url":"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/#how-to-step-1665663894959","text":"Demand partners respond with their bids"},{"@type":"HowToStep","url":"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/#how-to-step-1665663934360","text":"Wrapper sends the collected bids to an ad server (such as Google Ad Manager)"},{"@type":"HowToStep","url":"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/#how-to-step-1665663944391","text":"The ad server makes its final decision and serves the ad"}],"inLanguage":"en-US"}]}},"gt_translate_keys":[{"key":"link","format":"url"}],"_links":{"self":[{"href":"https:\/\/www.adpushup.com\/blog\/wp-json\/wp\/v2\/posts\/10456"}],"collection":[{"href":"https:\/\/www.adpushup.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.adpushup.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.adpushup.com\/blog\/wp-json\/wp\/v2\/users\/85"}],"replies":[{"embeddable":true,"href":"https:\/\/www.adpushup.com\/blog\/wp-json\/wp\/v2\/comments?post=10456"}],"version-history":[{"count":15,"href":"https:\/\/www.adpushup.com\/blog\/wp-json\/wp\/v2\/posts\/10456\/revisions"}],"predecessor-version":[{"id":32653,"href":"https:\/\/www.adpushup.com\/blog\/wp-json\/wp\/v2\/posts\/10456\/revisions\/32653"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.adpushup.com\/blog\/wp-json\/wp\/v2\/media\/26149"}],"wp:attachment":[{"href":"https:\/\/www.adpushup.com\/blog\/wp-json\/wp\/v2\/media?parent=10456"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.adpushup.com\/blog\/wp-json\/wp\/v2\/categories?post=10456"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.adpushup.com\/blog\/wp-json\/wp\/v2\/tags?post=10456"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}